Creative Brief

Southland Holdings (Southland) is a multi-faceted industry leader in heavy civil construction. The company employs thousands of professionals worldwide to work on some of the nation’s largest infrastructure projects. The company’s core values of: family and project safety (“protect my family”) and technical excellence (“building great things”) are reinforced to each staff member.

Southland’s benefits offering is instrumental to the value of each staff member and their family. The 2017 Employee Benefits Enrollment Guide was created as a quick reference resource for the company’s 2,200+ employees. This newly formatted guide was customized specifically as a dual English/Spanish quick-reference tool for staff and families to review and select their health and insurance options. Southland aimed to provide a guide that was easy to read and user friendly.

The Enrollment Guide was specialized to the company’s diverse staff. Southland has 82% field personnel; thus, a color-coded, easy-to-reference guide was essential. In addition, over 35% of Southland’s staff is classified as ESL (English as a second language) with Spanish being the primary language; thus, a bilingual translation of the insurance offerings was of utmost importance.

In total, this newly designed guide was a success. Over 1,650 staff enrolled in the company’s insurance program within a two-week time period (up 27% from previous years due to a better understanding of their options). Feedback from company leadership, personnel and their families stated that this was the first, and best-ever, enrollment guide customized to the cultural preferences and communication styles of Southland’s diverse staff.